Microsoft is expected to unveil tomorrow its latest challenge to Google and Yahoo. Bill Gates will in fact announce its own advertising network around its search engine which will compete against AdWords and Overture. Read more on MSNBC… If you’re interested in search engine advertising, you might also enjoy this news: Yahoo! is getting ready to challenge Google AdSense (Mediapost reports).
Nivea has started a partnership with MSN Italia to feature a sponsored section of the portal in the Health & Wellness channel. The sponsorship will last six months and the site content will be updated every two weeks. A series of online ads will be shown on the portal to drive traffic to the special section.
MSN has taken extremely seriously the recent launch of its new search engine. The have produced tons of ads appearing on Tv, radio and internet web sites. Now, following the current fashion “if it isn’t viral it won’t work”, they have asked 42 Entertainment to create a viral campaign. Just to be “original”, they have decided to star six bloggers in the campaign. MSNfound is the site where everything takes place… As the people commenting the news on Adrants said, this is not a viral campaign. I feel like at MSN they just wanted to appear “trendy”. They used “bloggers”, they produced a “viral”, two things everybody talks about today on the Internet. Unfortunately what they actually created lacks of originality and I’m not sure it will be worth remembering.
The new Levi’s Tv spot will be premiered on the MSN European network sites. The ten-seconds commercial will be featured on Msn’s homepage from today until February 14th when it will air on Tv.
International mobile carrier Orange will run a pre-Christmas campaign for a day on Msn network. As Revolution Magazine explains, tomorrow, December 16th, Orange’s brand will “invade” Msn’s portal as well as Hotmail and Messenger. Advertising focuses on the Orange pay-as-you-go service and is expected to achieve 100m impressions across all placements according to MSN.
Another food-related news… Pubblicit� Italia (in Italian) reports Togo Pavesi, the chocolate cookies, are sponsoring a special section on MSN.it dedicated to Eurochocolate 2004, the European chocolate festivalm which is currently taking place in Perugia.
MSN has signed a deal with MTV to sponsor the 2004 edition of MTV Icon. The initiative is a clear sign of MSN’s intention to heavily invest in online music. MTV Icon 2004 will celebrate the Cure and MSN will be able to exclusively offer their music. Marketing Directo (in Spanish) explains MSN Messenger will play a key role in the promotion, broadcasting the Cure’s concert from London on September 17th. There will also be a competition connected to the event: through MSN Messenger it will be possible to win tickets to the show, or to join a live chat with Robert Smith and the other group members.
The upcoming movie Schrek 2 will be launched with an online campaign developed by Zed. As Revolution Magazine explains, the ads will be running through the MSN network, on the portal’s homepage and will be shown to age-targeted users on Hotmail.com.
Heineken gets ready for Euro 2004 with a special initiative in cooperation with MSN Messenger. The beer brand will deliver updated information about the matches directly through the instant messaging system. The campaign has been developed by QI Ideas, which explains that besides that Heineken gives away new Orange digigoods (emoticons, avatars) weekly and shows links to the best sites dedicated to the Dutch team. In this way Heineken makes sure all Messenger users are always on top of the latest soccer news.
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